London may drop IAAF tag in 2017

Organisers of the 2017 World Championships in London are in talks with athletics’ world governing body about dropping ‘IAAF’ from the event’s branding.

The doping scandal which has rocked the sport has led to the IAAF being regarded by the public as a “toxic” brand, according to sources.

The IAAF and its president Seb Coe would have to give consent to the move however, as the original branding was agreed when London won the bid for the 2017 championships in 2011.